Verita is an independent investigations consultancy that specialises in supporting the needs of regulated organisations within the healthcare, education, charity and government service provider sectors. Abacus was commissioned to deliver a strategic and corporate brand proposition, and we were subsequently contracted to deliver website design and development, as well as ongoing social media marketing and search engine optimisation.
The initial stage in the process was to understand the business better. To do this, we reviewed the business plan and the marketplace, and held face-to-face meetings with every member of staff, including managers and directors. These were confidential interviews to encourage transparency and honesty. We spent time in the office reviewing their sales processes and systems. We tested opinions and beliefs about the company using an online questionnaire. From these processes, we were able to identify a number of organisational issues and cultural practices that needed to be addressed – these were relatively simple tasks, such as making sure all staff had read the business plan and understood the financial goals for the year ahead, and putting communication processes in place to ensure that all staff were aware of company performance on an ongoing basis.
We held a facilitated workshop session to develop the brand proposition, in terms of values, virtues, views and vision. This enabled us to create a clear positioning statement and to develop core messages – a customer service charter was delivered internally using this information as the base.
We developed three creative concepts for the website, and developed the preferred option in close partnership with the client. We developed a site map and navigation structure to reflect changes in the business plan, and provided a copywriting and copyediting service too. We designed and developed the website and optimised onsite SEO. As part of our planning work, we analysed a number of competitor websites and established the most important keywords for the business to focus on. We created a brand handbook for the business that is now used by members of staff to ensure a consistent house style across all stakeholder communications.
After the website was launched, we provided social media and SEO, as well as delivering ongoing consultancy support for other marketing activities delivered internally.
‘We value the contribution that Abacus makes to our business greatly, and consider them to be a virtual extension of our marketing team.’